Facebook May Be Overestimating Its Ad Reach

The video discusses a report by analysts indicating that Facebook claims to reach more people than exist according to the US Census, suggesting inflated numbers. Facebook explains that their reach includes non-residents and visitors, and advertisers only pay for actual reach. The report by Brian Weiser highlights a 10 million person discrepancy, raising concerns about the trustworthiness of digital metrics. Facebook has faced past controversies over inflated metrics and is working with third-party verifiers to improve transparency and accuracy.

What is the main issue highlighted in the first section regarding Facebook's advertising reach?

• Facebook's reach is underestimated compared to the census.

• Facebook's reach is only based on real names and identities.

• Facebook claims to reach more people than the US Census reports.

• Facebook's reach perfectly matches the US Census data.

How does Facebook justify the difference in reported reach compared to census data?

• By stating that they only count real residents.

• By explaining that non-residents and visitors are included in their metrics.

• By claiming that the census data is outdated.

• By saying they have more accurate data than the census.

What past issue did Facebook face regarding its advertising metrics?

• They refused to work with third-party verifiers.

• They admitted to inflating some metrics given to advertisers.

• They were accused of underreporting their reach.

• They were found to have perfect accuracy in their metrics.

What is one of the concerns advertisers have about Facebook's metrics?

• That all metrics are verified by third parties.

• That the metrics are too transparent.

• That the metrics may include fake accounts or bots.

• That the metrics are only based on census data.

What steps has Facebook taken to address concerns about its advertising metrics?

• They have stopped using digital metrics.

• They have ignored the concerns.

• They have increased the number of ads shown.

• They have worked with third-party verifiers to ensure accuracy.